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Services Marketing

The objective of this course is to prepare students for advanced careers in marketing management by enabling them to understand and ultimately being able to influence consumers' behavior by means of advertising and other marketing communications, while maintaining high ethical standards. In doing so, students will first be introduced to important key concepts and theories of consumer psychology. Next, students will be exposed to the concept of integrated marketing communications as well as the planning, creation, and capturing the effectiveness of advertising campaigns. Upon successful completion of this course, students should be able to:
Course code
Course type
BSc Course
Weekly Hours
HS 2021
Prof. Dr. Tillmann Wagner
Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the International Relations Office.
Introduction to services marketing
  • Service types
  • Service properties

Customer strategy

  • Transactional marketing
  • Relationship marketing
  • Engagement marketing
  • Loyalty programs

Experience management

  • Human experience & perception
  • Customer experience management
  • Customer journey
  • Customer touchpoints

Encounter management

  • Interpersonal influences
  • People management
  • Process & technology management
  • Encounter environment management
  • Encounter outcomes
  • Service failure and recovery
  • Objective outcomes
  • Subjective outcomes
  • GAPS model of service quality
Date Time
Tuesday, 26.10.2021 11:30 - 15:15
Tuesday, 02.11.2021 11:30 - 15:15
Tuesday, 09.11.2021 11:30 - 15:15
Tuesday, 16.11.2021 11:30 - 15:15
Wednesday, 24.11.2021 11:30 - 15:15
Tuesday, 30.11.2021 11:30 - 15:15
Friday, 10.12.2021 15:00 - 16:30
The objective of this class is to enable students to comprehend and to be able to apply central psychological principles and managerial approaches to create valuable customer-firm relationships by means of effective service encounters.

  • Outline the psychological principles underlying prosperous customer-firm relationships.
  • Differentiate between the mindsets of firms’ relational versus transactional strategic orientations.
  • Reflect on the central relevance of customer loyalty and its relation to experienced service quality and customer satisfaction.
  • Acknowledge the critical role of frontline employees and the principles of functioning service delivery.
  • Design effective services to nurture loyal customers.
  • Analyze and interpret critical service outcomes.
  • Implement mechanisms to recover successfully from service failures.
Lectures, written individual case study, in-class consultations
Final written exam (70 percent), written individual case study (30 percent)
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